FX redefines brand with sexier content

Hong Kong - Fox International Channels has updated its pay TV channel FX with a new brand position and lineup of American TV shows, which premier in Asia from November.

At a press conference hosted by PR group Waggener Edstrom today, the group introduced a new brand position "The Edge of Entertainment" and a revamped FX Asia portal, where viewers will have access to the latest FX program highlights and share opinions in the FX online community.

Sonia Jackson, senior vice president marketing of Fox International Channels Asia, said FX will no longer focus on conventional programming or target only at men.

The new programs, Californication, Mad Men, The Riches and comedy show Family Guy, that targeting at the younger generation, men and women aim to redefine the television entertainment market and rebrand FX.

Janice Lee, executive VP of PCCW's TV & new media, said its partnership with FX will further enhances nowTV's strong-bond with viewers as they are taking TV excitement to a new level.

A series of OOH, TVC, print and cinema commercials created by FX's in-house marketing team will roll out in Hong Kong soon.